In a recent announcement, LAOPU GOLD revealed that it will adjust product prices on October 26. The specific extent and scope of this adjustment will depend on actual standards at both online and brick-and-mortar stores.

This marks the third price adjustment for LAOPU GOLD this year. According to previous patterns, the exact adjustment magnitude will be announced alongside the adjustment notice. Based on historical adjustments, a price increase of approximately 10% to 12% is anticipated.

Typically, LAOPU GOLD adjusts prices twice a year, in February and August. In August, the company already implemented a price hike, with popular products priced between 10,000 and 30,000 yuan increasing by approximately 1,000-3,000 yuan, reflecting rises of 5% to 13%. In February, products also saw price increases in the range of 5% to 12%.

Additionally, media reports indicated that in April, LAOPU GOLD made a slight adjustment to certain plain gold products through non-public channels.

Dongwu Securities pointed out that this price adjustment can counterbalance the effects of a recent surge in gold prices on profit margins. The price increase anticipation can stimulate short-term product sales and enhance consumer recognition of the brand's value.

Historically, LAOPU GOLD's price adjustments have led to a "queue frenzy." The highest public interest earlier this year coincided with a price adjustment. The predictability of the adjustment schedule has created stable expectations in the market, further fueling "panic buying" amidst rising gold prices.

Another measure boosting sales is the opening of new stores. Introductory offers attract consumers, as seen with the newly opened Hong Kong IFC store at the end of September, where store promotions combined with favorable exchange rates led to product prices equivalent to approximately 82% of those in mainland stores, drawing significant lines of mainland shoppers.

In a sense, consumers purchase gold seeking stability and predictability, making price a primary concern regardless of brand.

Following the launch of Tmall's Double 11 promotion on October 15, LAOPU GOLD's sales exceeded 3 billion yuan within 10 minutes, setting a new historical high, increasing over 848 times year-on-year. Notably, three popular items—filigree gourds, cross vajras, and diamond necklace products—each exceeded 30 million yuan in sales, with nine additional products surpassing 10 million yuan.

During the Double 11 period, LAOPU GOLD's Tmall flagship store is offering a “100 yuan off for every 1000 yuan spent” promotion, along with a special jewelry box for purchases over 100,000 yuan. It is worth noting that the original price of the 14,430 yuan gourd (No. 2) diamond necklace was discounted to 12,987 yuan, reflecting a nearly 1,500 yuan reduction, consistent with the brand's new store offer.

It can be anticipated that following the price adjustment announcement, LAOPU GOLD's Double 11 sales will likely rise further.

On August 21, LAOPU GOLD's Chairman and General Manager Xu Gaoming stated at the company's mid-year performance meeting that the price adjustments are based on brand positioning and pricing strategy, with no direct correlation to real-time gold prices; however, fluctuations in gold prices can influence the magnitude of price adjustments.

Nevertheless, the market widely believes that LAOPU GOLD's pricing is closely tied to international gold prices. According to Dongwu Securities' research, LAOPU GOLD's previous two price adjustments were about 10% and 10-13% respectively. During the first two rounds of price adjustment (February 25 to August 25), gold prices increased by 13.2%, and the second adjustment reached a 28.5% increase by this most recent price adjustment announcement period (August 25 to October 17).

Some analysis suggests that LAOPU GOLD's typical price adjustment logic means that for every 100 yuan increase in gold prices at the Shanghai Gold Exchange, LAOPU GOLD will similarly adjust its prices upwards by around 100 yuan per gram; for instance, a 16 gram gourd would see a price increase of about 1,600 yuan, and a 50 gram bracelet would increase by approximately 5,000 yuan. There are also consumer reports indicating that a 10% uptick in international gold prices can trigger LAOPU GOLD's price adjustments.

In terms of performance, LAOPU GOLD saw significant revenue and profit growth in the first half of 2025, achieving a revenue of 12.354 billion yuan, a year-on-year increase of 251%, and an adjusted net profit of 2.35 billion yuan, up 291% year-on-year. However, according to the semi-annual report, due to the rapid rise in gold prices post-adjustment, LAOPU GOLD's gross profit margin decreased slightly during this reporting period to approximately 38.1%.

As gold prices continue to climb—despite a slight downturn on October 20—gold has accumulated a price increase of about 17.85% over the past month.

On October 16, the prices of 24K gold jewelry from Chow Tai Fook, Luk Fook Jewelry, Chao Hong Ji, and LAOPU GOLD have risen to 1,279 yuan per gram, which is over 400 yuan increase compared to about 800 yuan per gram at the beginning of 2025.

In addition to LAOPU GOLD's recent price increase announcement, several mainstream jewelry brands are expected to adjust their prices. Certain brands may see increases of up to 35%.

On October 20, reports indicated that Chow Tai Fook plans to raise retail prices for most products by the end of October, with estimated increases between 12% and 18%. The company stated that this adjustment is due to the ongoing rise in gold prices affecting costs, and that a mechanism has been established to closely monitor gold price fluctuations to adapt pricing accordingly.

Moreover, Chow Sang Sang officially adjusted prices on October 16, with increases between 25% and 35% for its fixed-price gold jewelry items; while Chow Tai Sheng is expected to implement a roughly 15% price adjustment by the end of this month, and shop staff from Chao Hong Ji disclosed that the brand will adjust its prices soon.